Evaluation Question Two.

Film distributors have a very important job in the world of cinematography. They are responsible for the film actually being showed and marketed in the public domain. There are various ways of distribution, which depending on the audience, certificates, demographics and genre can be utilized to make an effective advertising campaign.

Viral:

Paranormal Activity is a prime example of the powers of viral advertising. Short youtube clips, lots of hype and the internet are three things which makes distribution extremely easy. People watch the trailer, like it on Facebook, comment on it on youtube, people write up about it on sites such as Facebook and Tumblr which gives one person a HUGE platform in which thousands of people are able to see. People then do exactly the same as the original poster and the cycle continues. Diederich in my eyes was a perfect film to be advertised virally, its an 18, its a horror and there is no way you can find out what happens from just the trailer. You need to see the film to know what its about. Combined with TV ad's and posters etc etc the campaign for Diederich could have been pretty easy to come about.

Advertising in the public sector:

Billboards, ads at the cinema, posters around town, TV commercials, magazines etc etc are things commonly done by a lot of Blockbuster hollywood productions. The costs and credibility usually expended for these kinds of campaigns leave tough competition for smaller films to break through. That's why a lot of lower budget films are going down the much cheaper internet, viral route. Genre's classically associated with high budget campaigns are films like WALL-E, and other disney films. Huge budget blockbusters like Avatar and Transformers also make use of high exposure campaigns. These films are usually aimed at the masses, U-12A cert. and have common roles people can easily relate too. These kind of films are the "anti-niche" sort of productions.

In my ancillary products, I went for the more contemporary and stylized advertising routes. Mainly because it was an 18 and it was a horror, people are less drawn in by huge budget CGI posters with bright colours. Simple, conceptual ideas and images seem to make the more mature audience think more about what happens in the film. The theme of red, black and white are things carried through the entire campaign, the use of the swastika and the gas mask throughout the products makes sure you know what you are looking at before even seeing the word "DIEDERICH". Red, white and black are also the main colours used by the Nazi party whilst they were in reign. A film you could relate to Diederich would be "Valkyrie".

As you can see, this Nazi based film has gone for the same sort of colour scheme I set out to use before even researching previous Nazi orientated films.

We chose cert. 18 because as a horror, there is only so much you can get away with in a 15. We thought this was the more sensible idea as it connotes maturity and graphic violence. We also used a lot of black and white photographs in our campaign, this connotes age (anchoring the nazi WWII feeling, as when you think of WWII you think of black and white photographs of people in SS uniforms, and american soldiers smoking etc etc) The campaign was set out to be "relatable" in the sense that people know whats going on, but not to the extent that they are aware of it. Subtly is key.

Whilst designing my film poster I actually sought to keep stray of common media contextual "rules" and "ideas". Originality is what I wanted to come up with, I used an iPhone to take and edit the pictures, then scaling them up big on PSCS5 and adding text layers. Minimalism and "fear of the unknown" is what I tried to capitalise on. The reds, whites and blacks of the other products carries on as expected, although the image is fairly controversial. (A gas mask, a rifle and a swastika).

I chose Sight and Sound magazine to base my cover on, as I found their magazine covers are pretty independent looking, and has that feel of low budget yet well thought out productions. The Inglorious Bastards cover was pretty inspirational, although I chose to have a more subtle background image of a household chandelier, I coupled this idea with the cover line "The most Invasive Horror of 2011". The idea was to connote the fact that the Nazi was invading a home of a young couple, the chandelier was more symbolic, symbolising suburban middle-class families and general "security" which obviously has been broken.

Hopefully all the ideas and culminations have proven successful when considering my media advertising campaign.